‘Product’ might not feel like a natural way to describe what you do in your museum, but it simply means your offer. Your offer could be your permanent collection, the educational resources you have for schools, family activities or temporary exhibitions. Understanding your ‘product’ will help you to identify who might be interested in coming to the museum. Equally, identifying what new products you might need in order to attract new audiences is essential. For example, your marketing objective might be to attract more local families, but without a clear family product (e.g. family friendly facilities, activities for children, baby changing facility, buggy parking etc) you may struggle to achieve this.